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Customer Engagement Posts

2019 Marketing Strategy: Food for Thought From Seth Godin

Written by Gabrielle Wathen on January 16, 2019 at 2:24 PM | 6 minute read

The start of a new year is a great time to reevaluate your current marketing strategy and decide which tools and changes you can implement to drive maximum success in the months ahead. Now, I know strategizing is no easy feat, but approaching this task doesn’t have to be daunting when you’ve got guidance from the pros.

Seth Godin, a best-selling American author and entrepreneur, recently shared a multitude of thought-provoking perspectives while promoting his newest book This is Marketing on the podcast Self Made Man. The episode focuses on how marketing is changing, and when the host asks about how people should measure the effectiveness of their marketing today, Seth said:

“It begins with the feeling of knowing who would miss you if you didn't show up tomorrow. If your brand were to disappear tomorrow, who would truly miss you? If your podcast didn't go live on its scheduled day, how many people would you hear from? If you shut down your restaurant on Thursday, how many people on Friday would feel bereft?”

You can get a better idea of where you are today, and where you want to go, by considering your answer to this question and contemplating some more of Seth’s marketing points.

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Topics: Online Community, Marketing Automation, Marketing, Customer Engagement, Customer Advocacy

How to Use Social Media to Humanize Your Brand in 2019

Written by Gabrielle Wathen on December 27, 2018 at 12:54 PM | 4 minute read

Dear [Valued Customer/Wrong Name],

I have a hunch that being greeted like that made you feel more like a machine than the living, breathing, unique, and invaluable human that you are. Wouldn’t you say? Now, as a consumer in 2019, how much generic and lifeless content are you hoping to, well…consume? My guess would be little to none, but you’ll still run into it, whether it’s in your inbox or your social feeds.

When you’re thinking about how to market your brand in the new year, remember that generic content might be easier to produce, but it’s also easier for people to ignore (and to be honest, it’s not even that much easier to produce, thanks to timesaving tools like marketing automation). Don’t be afraid to take risks. Because here’s the thing about risks – people take them, not brands.

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Topics: Marketing Automation, Customer Engagement, Member Retention, Social Media, Marketing, Engagement

4 Community Managers, 25 Community Building Questions Answered [WEBINAR RECAP Part 2]

Written by Elizabeth Bell on December 11, 2018 at 1:00 PM | 13 minute read

Last week, we shared advice from four of our community managers about challenging scenarios you might encounter in your community (and their recommendations on how to solve them).

This week, Lindsay, Will, Annie, and Emily are back to share their answers to 25 questions on topics like increasing engagement, finding an expert for your Q&A session, and encouraging lurkers to participate.

Sound like fun? Let’s go!

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Topics: Online Community, Online Community Management, User Group Management, Member Engagement, Customer Engagement, Engagement

ICYMI: Key Takeaways From Our 2018 Super Forum Keynote Speakers

Written by Elizabeth Bell on November 13, 2018 at 7:45 AM | 6 minute read

What’s the connection between customer loyalty and Lady Gaga? Why are many Generation Z-ers best friends with their parents? Are you a “One-Percenter” (aka SUPER fan) for anything? Do you try to understand generational differences or tend to look down on them?

These are just a few of the fascinating questions we walked through with keynote speakers Jackie Huba and Kim Lear at Super Forum this week. Both women, experts in their fields – Jackie in customer loyalty, and Kim in workplace trends – shared insights we can apply to our workplace, in our families, and with our members and customers.

We wanted to recap both speeches, for those of you who couldn’t make it or missed the live stream, and for those of us who were there and don’t want to forget a minute from the keynotes!

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Topics: Super Forum, Member Engagement, Customer Engagement, Millennials

Customers for Life: Meet the Zenoss TechZen User Community [Case Study]

Written by Caitlin Struhs | on October 30, 2018 at 5:10 AM | 5 minute read

Today’s preferred customer experience combines support, community, and outreach into one unified platform.

Zenoss has facilitated a user community for over 10 years, becoming the de facto online gathering place for IT Ops customers. Recently, Zenoss enhanced customer experience by revamping its online community – name, brand, and all.

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Topics: Online Community, Customer Engagement, Engagement, Customer Success, Customer Experience, Customer Support, User Group Communities

Engagement, Upsell, Advocacy: How Community Tools Can Transform Your Customer Marketing

Written by Elizabeth Bell on October 2, 2018 at 7:45 AM | 4 minute read

Marketing to your customers is hard work – sometimes it can feel like you’re pushing the same boulder up a hill every day, like good ol’ Sisyphus.

Customer marketing can come with great rewards, though, especially if you’re using tech tools to make your life easier.

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Topics: Customer Advocacy, Customer Success, Customer Engagement, Customer Retention, Customer Communities, Online Community

Is Marketing Automation Going to Take Away My Job?

Written by Courtney Ellis on August 23, 2018 at 8:06 AM | 3 minute read

It’s a valid fear – as marketing automation adoption increases, many seasoned marketers are wondering if they’re automating themselves out of a job.

The short answer is no. Automation can be the best piece of technology in your toolkit, enabling you to work faster and more efficiently and create content that is befitting of your amazing subscribers.

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Topics: Email Marketing, Email Deliverability, Marketing Automation, Member Engagement, Customer Engagement, Marketing, Engagement

Google's Push to Purge Your Low-Engagement Emails

Written by Sara Maloney on May 3, 2018 at 12:11 PM | 4 minute read

 HL Blog-Gmail-Unsubscribe-Low-Engagement-Email

In the last few months, Google added a feature to users' Gmail accounts. It's meant to help you easily unsubscribe from emails, and it looks something like this:

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Topics: Marketing Automation, Email Marketing, Email Deliverability, Member Engagement, Customer Engagement

Building Personas: Defining Your Audience

Written by Shayna McGroggan | on February 8, 2018 at 2:30 PM | 4 minute read

Creating personas is a valuable practice for many departments across organizations. From marketing and sales to product and client success, personas help teams to focus on understanding the needs and pain points of their prospects or customers. This helps organizations deliver more personalized experiences, content, and solutions that are tailored to meet the needs of specific segments of your audience. 

To serve your audience well, you have to know them. Before you can start drafting and developing your unique personas, you have to get a data-driven understanding of your environment. This means getting a firm grasp of the makeup of your customer base, your website traffic, and your competition. 

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Topics: Marketing Automation, Customer Engagement, Marketing, Communications

4 Customer Retention Metrics You Can Find in Your Online Community

Written by Julie Dietz on November 2, 2017 at 8:30 AM | 4 minute read

Customer communities are designed to keep your clients engaged, informed, and satisfied with your business so they stay with you longer, making repeat and additional purchases.

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Topics: Customer Retention, Online Community Management, Customer Engagement, Online Community

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